The Fit for Life Obesity Project commenced in April 2015, and has been initiated as New Zealand has the third highest rate of obesity in the OECD and is tracking to be the first. Since 2006 obesity has increased from 27 percent to 31 percent. Māori and Pacific peoples have a higher rate of obesity, 1 in 2 Māori adults are obese (48 percent ) and 1 in 5 Māori children are obese (19 percent).
In 2016 Te Roopu Kai Hapai Oranga invested in the creation of a suite of Fit for Life branding and collateral resources. The intention is to provide a consistent and recognisable brand in the promotion of Fit for Life projects, promotions and advertising throughout Te Tai Tokerau.
The collateral guide provides resources that are branded for the Alliance and a separate collection for general use.